Falken Tires has launched Falken Academy, a dealer training seminar and ride-and-drive program.
The academy, which will initiate its first class during late February 2018, was set up for the company to build a better connection with its dealer network while increasing their knowledge of all company products.
“This is a long-term initiative for Falken Tires,” said Nick Fousekis, Falken’s director of advertising and promotions. “It is Falken’s goal to have roughly 1,500 guests – retailers, dealers and salespeople – come through Falken Academy this year in three waves – February, June and August – and in a short period become completely immersed in all Falken offers to our customers.
“Our prime objective is to give our associates a chance to see the inner workings of our great company, intimately learn our products, truly understand our brand and how to sell it.”
Based at Falken’s U.S. headquarters in Rancho Cucamonga, California, the program will take participants through various classroom and behind-the-wheel exercises for two days. Academy participants will be able to participate in track driving at the nearby Auto Club Speedway and Cleghorn Trail, a popular off-roading point near San Bernardino.
Guests will run through three stages: tech, recognizing how Falken incorporates technology into its tires; track, experiencing Falken products against key competitors; and trail, testing Falken’s Wildpeak off-road tires.
All accommodations, including airfare and lodging at the Mission Inn Hotel & Spa, are included. Each dealer participant in Falken Academy during 2018 will be entered to win a new Ram 1500 4×4, which will soon feature the Falken’s Wildpeak A/T3WA as original equipment.